HOW THE CREATIVITY BEHAVIOR OF MEDIUM SMALL INDUSTRY IMPACT THE CULINARY TOURISM AND VISIT OF TOURISTS DURING PANDEMIC COVID-19?

Abstract

The condition of the COVID-19 pandemic Small and Medium Industry is still able to make a business opportunity to develop creative behavior by taking into account environmental factors. In this study, we try to find the response of the creativity of Small and Medium Industries affecting tourist visits and culinary tourism, influencing tourist visits under the COVID-19 pandemic conditions. This research conducted in Banjarmasin, South Kalimantan - Indonesia by taking a sample of 100 artisans who are members of the Small and Medium Industry, using purposive sampling techniques through an online questionnaire. Data analysis techniques using SEM (Structural Equation Modeling). In the Structural Equation Modeling analysis, before the model answers the hypothesis, normality, multicollinearity, outliers, and model suitability tests are performed so that the goodness of fit index criteria met. The model test results in this study still did not meet the goodness of fix index criteria, and the model was modified by connecting several constructs with covariance lines so that there was a relationship between constructs. The criteria for goodness of fit index required for the analysis of the suitability of the research model have met (proper model evaluation). The results of this study found that the creativity behavior of Small and Medium Enterprises did not have a significant effect on tourist visits, and culinary tourism did not have a significant effect on tourist visits. These phenomena can be due to the COVID-19 pandemic conditions, and the government provides restrictions in traveling in and out of an area, all people are required to apply social distancing, physical distancing, stay at home and work from home as an effort to suppress the spread of the virus globally so that the COVID pandemic conditions These tourists tend to pay more attention to safety and health factors than visiting tourist sites that offer a variety of factors such as the creative behavior of Small and Medium Industries and culinary tourism in an area.